The RAC-owned company has traditionally relied on direct mail, press advertising and promotional activity to generate business.
It is eager to establish relationships with would-be drivers as they prepare to learn and throughout their tuition. Once people have passed their test, the RAC will step in to offer them its array of products and services.
BSM is using data collected though its educational roadshow Ignition, which has involved a series of events running across the UK at venues including schools, universities and colleges.
People who are approaching their 17th birthday will be the first to be targeted with the digital activity.
BSM will offer deals on products and services, including sessions on its driving simulators, which BSM has installed in 80% of its 109 driving centres, and CD-ROMS. Over-17s will be offered incentives including 拢30 off when they book ten lessons.
BSM is tailoring separate communications to appeal to men and women and is establishing their preferred method of receiving and responding to marketing material. The initiative has been created by BSM marketing communications manager Arun Varma, and developed and designed in-house at the RAC.
BSM will use an interactive stall at next month鈥檚 Sunday Times Motor Show Live event to collect further data on prospective drivers.
Separately, BSM is running a print campaign to recruit driving instructors. It employs 3000 franchised instrucors, but has recently found that some recruits are using BSM to become qualified instructors and are then turning independent.
The print ads will highlight the benefits package provided by BSM, which includes accident and sickness insurance in a bid to retain instructors.
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